FRAME is a fashion brand founded in 2012 by Swedes Erik Torstensson and Jens Grede. Headquartered with a dual base in Los Angeles, California, and London, England, FRAME is renowned for its premium denim, ready-to-wear collections, and accessories for both men and women. The brand masterfully blends the quality and heritage of Los Angeles manufacturing with a distinct European chic, drawing inspiration from the 'dressed-up casual' style of 1970s French icons. FRAME is committed to sustainable practices and offers timeless wardrobe essentials known for their impeccable fit and quality craftsmanship.
The Culver City headquarters serves as a central hub for design, product development, merchandising, marketing, and North American operations and logistics.
Likely housed in a modern, creatively designed office space characteristic of the Hayden Tract, potentially featuring showrooms and collaborative workspaces.
A dynamic, fast-paced, and creative environment, emphasizing collaboration, innovation in fashion, and a blend of American and European work sensibilities. Employees often describe it as passionate and brand-focused.
The LA headquarters anchors FRAME's identity in the heart of California's denim and fashion manufacturing scene, while its Culver City location places it among other innovative and creative companies.
FRAME supports its global operations through its dual headquarters in Los Angeles and London, which oversee design, production sourcing, marketing, and multi-channel distribution. The brand sells directly to consumers via its international e-commerce platform, operates flagship retail stores in key cities like New York, Los Angeles, London, and Dallas, and partners with a curated network of luxury department stores (e.g., Net-a-Porter, Harrods, Nordstrom) and high-end boutiques worldwide.
3578 Hayden Avenue
Culver City
CA
USA
Address: Central London (Specific corporate office address not publicly itemized separately from retail/showroom locations)
To spearhead FRAME's brand presence and expansion across Europe, tailor global strategies to regional consumer preferences, and manage relationships with European retail partners and clientele.
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As of April 2025, FRAME' leadership includes:
FRAME has been backed by several prominent investors over the years, including:
FRAME has strategically strengthened its commercial leadership in the past year with key appointments, notably a new Chief Commercial Officer in late 2023, to support its ongoing growth. The founding team and CEO continue to lead the brand's overall vision and expansion.
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FRAME commonly utilizes the [first].[last]@frame-store.com email format for its employees. Another potential format could be [first_initial][last]@frame-store.com, though this is less frequently observed. The domain for official communications is @frame-store.com.
[first].[last]@frame-store.com
Format
jane.doe@frame-store.com
Example
80%
Success rate
WWD (Women's Wear Daily) • May 21, 2024
FRAME has opened its second store in the Hamptons, located in East Hampton, New York. This expansion signifies the brand's growing retail presence on the East Coast, catering to its affluent clientele in the popular summer destination and enhancing its direct-to-consumer channel....more
Fashionista • April 24, 2024
Supermodel Gisele Bündchen stars in FRAME's Summer 2024 advertising campaign, photographed by co-founder Erik Torstensson. This collaboration highlights the brand's commitment to timeless style and its association with iconic fashion figures, reinforcing its luxury market positioning....more
Forbes • February 7, 2024
Erik Torstensson discusses the journey of building FRAME into a global fashion brand, emphasizing the importance of quality, consistent aesthetic, and understanding the modern woman's wardrobe needs. The interview touches upon the brand's evolution and future aspirations....more
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